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SEO stands for Search Engine Optimisation: a skill which has become invaluable to companies wanting to boost their presence on search engines like Google. SEO is the process of making a website or webpage rank higher in search engine results of Google, Bing and Yahoo etc. The more times a website appears in the search results affects the amount of traffic to the site, which then affects sales and revenue.
An SEO specialist will be employed by a marketing or IT company to boost the company’s prevalence on search engines, creating copy, links, and information that is punchy, factual and relevant enough to beat the competition. Search engines measure relevance by analysing content and they measure authority based on several SEO principles.
There are a number of SEO principles, from the obvious to the complex, but it is the effective use of communication and marketing skills applied to web design and content that can push the success of a business. It is the responsibility of an SEO specialist to edit a site, incorporating a keyword, or number of keywords, into each written passage for a particular website.
The role is combination between digital marketing and web development. SEO specialists can also be known as SEO writers, who may take on a slightly more editorial role, whilst SEO professionals and managers will look over existing content and apply the relevant techniques.
SEO specialists are highly sought after in all public and private sectors, and can be hired for a particular short-term contract or employed as a full-time member of a company. The demand for these professionals is likely to continue growing along with the growth of online e-commerce and marketing.